BBB Watch: Car advertising

Friday

Feb 15, 2013 at 11:17 AMFeb 15, 2013 at 2:10 PM

Car advertising may focus on style, speed and brand, but it's the initial price and costs of operating a vehicle that are the key interests for people car shopping, according to the results of a recent poll taken by the Better Business Bureau (BBB) serving Chicago and northern Illinois.

Car advertising may focus on style, speed and brand, but it's the initial price and costs of operating a vehicle that are the key interests for people car shopping, according to the results of a recent poll taken by the Better Business Bureau (BBB) serving Chicago and northern Illinois.

Price was the leading factor, with 29 percent of survey respondents picking it as their primary consideration. This was followed by gas mileage, stated by 17 percent, and costs of service and warranty, cited by another 12 percent. These economic factors totaled 58 percent of the concerns survey respondents had when looking for a new vehicle.

"Buying a vehicle is a major purchase an individual or family can make, so it is reassuring that economic considerations are primary for buyers," said Steve J. Bernas, president and CEO of the Chicago BBB. "Other factors, like looks and performance may be influences, but our poll shows it is dollar concerns that outweigh other factors."

While the features of a new car were picked by 19 percent of the respondents as a consideration, they were outweighed by the cost issues by a three-to-one margin. Also taking a backseat in car buying considerations were online ratings of dealers, selected by 9 percent as important; previous dealer relationship, 8 percent; and picking the same brand as a previous car, 6 percent.